THE AGE I FEEL, MY DAUGHTER IS MY STYLE CONSULTANT! A RESEARCH ON MOTHER-DAUGHTER INTERACTIONS IN CO-SHOPPING

Tuğba Kılıçer; Eda Paç Çelik

Makale detayları

THE AGE I FEEL, MY DAUGHTER IS MY STYLE CONSULTANT! A RESEARCH ON MOTHER-DAUGHTER INTERACTIONS IN CO-SHOPPING

Yazarlar:

Tuğba Kılıçer | Eda Paç Çelik

Yayıncı:

Anadolu University

Ana Başlıklar:

Business Administration

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.24 Issue 4, pp.105-130

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307184

pISSN:

2687-184X

Anahtar kelimeler:

Özet:

 The aim of this research is to reveal the interactions between mothers and daughters in co-shopping. The research was carried out on mothers with girls between the ages of 12 and 18 who shop with their daughters. In the research, 337 women were reached by using the judgmental sampling technique. With the exploratory factor analysis, the constructs examined within the scope of the research were provided with structural validity. According to findings, the participant mothers go shopping with their daughters, attach great importance to being a role model, consider hedonic shopping and learn new brands from their daughters. Participants who feel 35 years and below shop more with their daughters, feel the hedonic aspect of shopping more intensely, and attach more importance to being a role model. Mothers who feel 35 years and below tend to be higher to have a similar style about products and be influenced by their daughters style. Mothers with daughters in early adolescence and mothers with daughters in middle adolescence have significant differences between some co-shopping interactions. These interactions are having a similar style about the products, being a role model, purchasing against emotional reactions and postponing by assert logical arguments.

 The aim of this research is to reveal the interactions between mothers and daughters in co-shopping. The research was carried out on mothers with girls between the ages of 12 and 18 who shop with their daughters. In the research, 337 women were reached by using the judgmental sampling technique. With the exploratory factor analysis, the constructs examined within the scope of the research were provided with structural validity. According to findings, the participant mothers go shopping with their daughters, attach great importance to being a role model, consider hedonic shopping and learn new brands from their daughters. Participants who feel 35 years and below shop more with their daughters, feel the hedonic aspect of shopping more intensely, and attach more importance to being a role model. Mothers who feel 35 years and below tend to be higher to have a similar style about products and be influenced by their daughters style. Mothers with daughters in early adolescence and mothers with daughters in middle adolescence have significant differences between some co-shopping interactions. These interactions are having a similar style about the products, being a role model, purchasing against emotional reactions and postponing by assert logical arguments.

 The aim of this research is to reveal the interactions between mothers and daughters in co-shopping. The research was carried out on mothers with girls between the ages of 12 and 18 who shop with their daughters. In the research, 337 women were reached by using the judgmental sampling technique. With the exploratory factor analysis, the constructs examined within the scope of the research were provided with structural validity. According to findings, the participant mothers go shopping with their daughters, attach great importance to being a role model, consider hedonic shopping and learn new brands from their daughters. Participants who feel 35 years and below shop more with their daughters, feel the hedonic aspect of shopping more intensely, and attach more importance to being a role model. Mothers who feel 35 years and below tend to be higher to have a similar style about products and be influenced by their daughters style. Mothers with daughters in early adolescence and mothers with daughters in middle adolescence have significant differences between some co-shopping interactions. These interactions are having a similar style about the products, being a role model, purchasing against emotional reactions and postponing by assert logical arguments.

 Bu araştırmanın amacı, birlikte alışverişte anneler ile kızları arasında yaşanan etkileşimleri ortaya çıkarmaktır. Araştırma 12 ile 18 yaş arası kız çocuğu olan ve kızıyla alışveriş yapan anneler üzerinde gerçekleştirilmiştir. Araştırmada yargısal örneklem tekniğinden yararlanılarak 337 kadına ulaşılmıştır. Açıklayıcı faktör analizi ile araştırma kapsamında incelenen yapıların yapısal anlamda geçerliliği sağlanmıştır. Sonuçlara göre, katılımcı anneler kızlarıyla birlikte alışverişe çıkmakta, alışveriş yaparken onlara rol model olmaya çok önem vermekte, alışverişin hedonik yönünü çok önemsemekte ve kızlarından yeni markaları öğrenmektedir. Hissettiği yaş 35 yaşın altında katılımcıların; kızlarıyla birlikte alışverişe çıkma, alışverişin hedonik yönünü daha yoğun hissetme, kızına rol model olma, ürünlerle ilgili kızıyla benzer stile sahip olma ve kızının tarzından etkilenme eğilimleri daha yüksektir. Erken ergenlik döneminde kızı olan anneler ile orta ergenlik döneminde kızı olan annelerin ürünlerle ilgili benzer stile sahip olma, rol model olma, duygusal tepkiler karşısında satın alma ve mantıksal argümanlar öne sürerek erteleme eğilimleri arasında anlamlı fark bulunmaktadır.

Makale detayları

THE AGE I FEEL, MY DAUGHTER IS MY STYLE CONSULTANT! A RESEARCH ON MOTHER-DAUGHTER INTERACTIONS IN CO-SHOPPING

Yazarlar:

Tuğba Kılıçer | Eda Paç Çelik

Yayıncı:

Anadolu University

Ana Başlıklar:

Business Administration

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.24 Issue 4, pp.105-130

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307184

pISSN:

2687-184X

Co-shopping

Hedonic Consumption

Role Modelling

Influence Strategies

Reverse Consumer SocializationBirlikte Alışveriş

Hedonik Tüketim

Rol Model Olma

Etkileme Stratejileri

Tersine Tüketici Sosyalleşmesi

Sayı

Makale detayları

Yazarlar: Tuğba Kılıçer | Eda Paç Çelik

Yayıncı: Anadolu University

Ana Başlıklar: Business Administration

Dergi: Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.24 Issue 4, pp.105-130

Belge Tipi: Makale

Yayın Tarihi: 12/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001307184

pISSN: 2687-184X

Sayı

Yazarlar:

Tuğba Kılıçer | Eda Paç Çelik

Yayıncı:

Anadolu University

Ana Başlıklar:

Business Administration

Dergi:

Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.24 Issue 4, pp.105-130

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001307184

pISSN:

2687-184X